VW Kicks Off Ad Campaign For ID Buzz, Says Its Time To Forget Dieselgate

Volkswagen’s image was severely tarnished by the dieselgate scandal and the company has been keeping a relatively low profile as they’ve been “working to atone for the damage.”

Volkswagen now feels the time is right to address the issue with the general public as they’ve unveiled a limited-run commercial which will air tonight during Game 3 of the NBA Finals.

Dubbed “Hello Light,” the ad begins with a Volkswagen designer walking into a dark room while newscasters read reports about the scandal. Depressed by the news, the designer starts sketching while Simon & Garfunkel’s The Sound of Silence plays in the background.

He eventually pulls up a slide of the Type 2 and begins working on the ID.Buzz concept. The ad ends by showing the finished concept and says “In the darkness, we found light. Introducing a new era of electric driving.”

The ad is pretty good and Volkswagen said the message is simple, “What matters most is how you respond.” That sounds pretty noble, especially from a company whose CEO was informed they were cheating emission standards in 2014, held a PowerPoint presentation detailing the cheating in July 2015 and then finally admitted to the cheating in September of 2015 after an employee went rogue and revealed the existence of defeat devices in “direct contravention of the instructions from his superiors.”

Putting all that aside, “Hello Light” is part of a bigger campaign that will kick off on June 11th. Called “Drive Bigger,” the advertising campaign will mark the “return to the thoughtful, fun and unassuming Volkswagen ads of the 1950s and ’60s.”

Also Read: VW Confirms I.D. Buzz For Production In 2022

According to Volkswagen Group of America CEO Scott Keogh, “This campaign is for all of those we disappointed, all of those who stayed with us, those who worked like crazy to keep us moving forward and for all of those who stopped caring.” He went on to say, “We have a responsibility to do better, to be greater and we intend to shoulder that responsibility.”


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  • charlotteharry57

    It’s cute and will generate some emotions from those that remember the original VW van, but it’s still an electric and will have corresponding limited appeal. For now.

  • TheBelltower

    Just when people started to forget about dieselgate, VW got caught fudging their efficiency numbers for the e-Tron. Plus, VW has been talking about this stupid bus since 1998. If I had a child on the day that they first showed this bus, the kid would be graduating college this year. So pardon me if I don’t give a [email protected] about teasers that have to do with a VW minibus.

  • roy

    They just unveiled their new logo essentially. Black on white. Dark to light.

  • ME

    I’ll forgive them once the ID.3 is imported to the US with AWD under $30K.


    • Mike anonymous

      Well for them to be able to make the bus, they would financially need to be able to support making a vehicle such as this, that is (within it self) in a bit of a niche area. To do this they will need to first launch a vehicle on such a platform than can generate enough funds to justify the production of a VW Bus.

      This is what VW is already doing with the introduction of the ID.3. VW already confirmed that the bus will be made where are previously it was more so just concept vehicles that were never really more than a showcase of an idea (opposed to an actual vehicle considered for production as the ID Buzz is).

      The Bus is already been confirmed for a 2022 Launch date after the ID.3 in 2020, and will be (if I am not mistaken) the third Electric ID vehicle VW will make.

  • Tesla teases cars for 2 years. VW teases cars for 2 decades.

  • darex

    VW is reminiscent of BP’s commercials, in which they bragged about how they so thoroughly and conscientiously cleaned-up the Gulf (after THEY spilled all their oil into it). The guilty do not deserve bragging rights. I find this electrification program of VW’s to be disingenuous, and unpraiseworthy.

  • Enter Ranting

    VW, no matter what you do, I will never forget Dieselgate. You are dead to me.

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